End-to-end vehicle management portal for Amazon’s delivery fleets
LeasePlan Canada provides comprehensive financing, leasing, and fleet management services for Amazon’s delivery trucks in Canada.
I am the product owner and lead strategy and design for the complete DSP (delivery service provider) experience. The Portal integrates data and requirements from multiple parties while maintaining a focus on the DSP’s needs, ensuring these small business owners can spend more time on the road and less on fleet management.
Project Context
Going beyond the brief
Amazon tasked LeasePlan with improving the exchange of crucial information with Delivery Service Providers (DSPs), independent contractors who run small businesses to deliver Amazon packages.
Initially, LeasePlan asked our agency to create automated email workflows to assist DSPs with onboarding communications. However, as we delved deeper into the DSPs' journeys and challenges, it became clear that the issue was more complex than simply sharing information.
The focus shifted to understanding the broader challenges faced by DSPs as contractors leasing vehicles for Amazon. This meant thinking about and designing a solution which would allow these small business owners would manage, grow, bill, maintain, and ultimately conclude their contracts with Amazon.
Opportunity areas
Onboarding
These small business owners often struggle with onboarding tasks, leading to frustration, delays, and a negative experience. The design solutions should focus on making the DSPs feel confident and engaged from the start.
Fleet Management
DSPs need to know when to take action and how to maintain their vehicles to stay in good standing and avoid fines. We need to find solutions to help DSPs keep track of maintenance schedules and compliance requirements with minimal effort and build it into their workflow.
Support
By making support readily available, I want to ensure users feel supported and empowered, to find the answer quickly and get back on the road.
Seasoned Fleet Manager Dan
Dan, with 15 years in the courier industry, manages 25 Amazon-branded vehicles. He’s focused on becoming a top-tier DSP, running a smooth operation, and cutting down on vehicle downtime. His main challenges are dealing with vehicle repairs and maintenance delays. Dan needs efficient tools to quickly onboard new vehicles and keep downtime to a minimum.
Users
New to Delivery Dilpreet
Dilpreet, who is new to the game, is looking to get started as a DSP. He wants to hit the top earnings bracket with fast, efficient deliveries and become a top-tier DSP by meeting Amazon’s vehicle standards. He’s struggling with unclear maintenance guidelines and limited support from Amazon business coaches. Dilpreet needs simple, effective tools and guidance to manage his fleet and staff confidently.
How might we?
How might we design an intuitive and comprehensive platform for Amazon Delivery Service Providers (DSPs) like Dan and Dilpreet that streamlines their onboarding process, simplifies vehicle management, and provides support throughout their journey?
Onboarding
Mapping out emails and introducing the Portal
Since DSPs were actively checking their email while waiting to start the program, we used HubSpot to design and send communications that prompted them to use and become familiar with the Portal. This approach reduced delays by keeping DSPs informed and engaged during their initial unfamiliarity with the Portal.
Onboarding
Gradual access to reduce cognitive load
The onboarding process for the Portal was structured in two stages: first, we collected essential information and developed a welcome flow to provide clear, helpful guidance from the start.
Once initial vehicles were allocated, we granted full portal access and provided a comprehensive website tour to help DSPs navigate the Portal and complete their tasks efficiently.
We also tested which dashboard elements were most useful, considering that many DSPs start with only a few vehicles. This strategy ensured DSPs received relevant information at the right times, enhancing their experience and facilitating a smooth onboarding.
Fleet management
Simplified maintenance reporting
To facilitate easy fleet management, we designed comprehensive tools within the portal that prioritize maintenance information and reporting. DSPs can quickly see upcoming maintenance for each vehicle through an intuitive, at-a-glance view.
We simplified reporting by advising on schedule intervals and distance. On the backend, LeasePlan’s rapid response team verifies invoice accuracy, and this information is seamlessly integrated with Salesforce and Amazon. This approach ensures effective vehicle upkeep and smooth operations.
Fleet management
Actionable fleet insights
The dashboard is a key component of fleet management, offering DSPs immediate visibility into required actions upon login. Designed with clear, easy-to-understand language, it provides context and at-a-glance numbers to help DSPs confidently monitor their fleet. We continuously iterate on the dashboard based on user feedback to ensure it meets their needs and enhances their fleet management experience.
Support
Support throughout the journey
We designed the support system within the portal to be both user-friendly and efficient. This includes a well-organized, searchable FAQ section, responsive customer support with clear contact details, and self-service troubleshooting guides.
By offering a comprehensive FAQ and detailed resources for fleet management, we ensure that DSPs have reliable support to resolve issues quickly and effectively.
Continuously assessing the portal’s effectiveness.
Task success rate: Measure the percentage of DSPs who complete onboarding without major issues.
User satisfaction: Gather feedback on the portal’s ease of use, clarity of instructions, and overall user satisfaction.
Engagement metrics: Monitor DSP login frequency and feature utilization to gauge portal usage.
Error rate: Record the frequency and types of errors encountered during onboarding and daily operations.
Support request: Analyze the number and nature of support requests to identify areas of confusion or difficulty.
Some things I learned.
When we started this project, the main focus was on getting the onboarding process right. However, I always knew that more changes would be coming. This experience has taught me to remain adaptable, always thinking a few steps ahead, even when the future is uncertain.
Refinement of the product to ensure its relevance and effectiveness has been satisfying. However, it can be challenging to prevent the addition of too many features due to competing decisions made by different teams without considering the impact on the user.